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Hiten Shah (Kissmetrics - Founder & CEO) speaks about actionable metrics at Onlab [Data] Conference

Hiten Shah (Kissmetrics - Founder & CEO) speaks about actionable metrics at Onlab [Data] Conference

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  • 1. HOW TO: ACTIONABLE ANALYTICS Hiten Shah June 2012 - Onlab [DATA] Conference
  • 2. @hnshah
  • 3. DOING BUSINESS ON THE WEB FOR 9 YEARS AND PLENTY OF FAILURES ALONG THE WAY
  • 4. FOCUS ON METRICS THAT AREACTIONABLE A+
  • 5. Vanity metrics will kill yourWhat is User Experience? business VANITY METRICS VS. ACTIONABLE METRICS HTTP://KISS.LY/ACTIONABLEMETRICS
  • 6. No connection to your business Vanity metrics make us feel good when they improve but they don’t help us grow our business.
  • 7. Web analytics is vanity metrics In Google Analytics, vanity metrics are everywhere.
  • 8. Vanity metrics are a distraction
  • 9. Difficult to take action If pageviews go up, what should you do?
  • 10. Be careful with web analytics Improving traffic doesn’t necessarily improve your business.
  • 11. FOCUS ONCustomers !
  • 12. Your customer relationships To build a relationship with our customers, we need to know who they are.
  • 13. CUSTOMER ANALYTICS Tells Us
  • 14. WEB ANALYTICSDoes Not
  • 15. CUSTOMER ANALYTICS ARE Actionable
  • 16. What customer analytics does Tracks the entire customer lifecycle from first visit to the most recent activity.
  • 17. What is User Experience?
  • 18. KISSmetrics Customer Analytics Very Simple Person-Based API trk.kissmetrics.com/e?_p=tim@apple.com&_n=upgrade&plan=large Person Event Property Who the data is about What they did Attributes
  • 19. Get reports on real people
  • 20. Every point of engagement for a customer“IT’S NOT JUST ANONYMOUS NUMBER...THESE ARE PEOPLE AND I CAN ACT ON THAT.”
  • 21. Multiple channels Customers use many different channels, tracking should too.
  • 22. Multiple people, multiple channels
  • 23. Which channels matter?
  • 24. Data that matters You’ll get data that is easy to take action on because it tells the story of your customers.
  • 25. Question Who are my most valuable customers?
  • 26. Most valuable customers
  • 27. Most valuable traffic sources “ITS EASY TO KNOW WHICH REFERRAL SOURCES TO FOCUS ON TO ACQUIRE THE TYPES OF CUSTOMERS I WANT.”
  • 28. Most valuable markets
  • 29. Actionable Find out how to acquire more valuable people based on where they come from and who they are.
  • 30. Question Who is doing what?
  • 31. How many times each customer does something
  • 32. Most engaged markets
  • 33. Actionable Determine why certain people are highly active by identifying and analyzing their behavior.
  • 34. Question What encourages someone to become a customer?
  • 35. Search based on your main goal
  • 36. Get a list of people
  • 37. Look at individual customer behavior
  • 38. Actionable Search for and analyze individual profiles to learn what actions come before your goals.
  • 39. Question What does my entire customer lifecycle look like?
  • 40. Variation B performs best for key funnel
  • 41. Variation A results in more revenue “RUN A/B TESTS AND SEE HOW IT AFFECTS ALL OF YOUR KEY METRICS.”
  • 42. Actionable Track the entire customer lifecycle to make decisions based on a complete view of all your metrics.
  • 43. CUSTOMER ANALYTICS HELPS YOU Learn Faster
  • 44. !“The only way to win is to learn faster than anyone else.” Eric Ries
  • 45. Data Informed - Continuous Improvement Build, measure, learn fasterre ings Splolden Teion Build Learn Measure THE LEAN STARTUP
  • 46. THANK YOU! Hiten Shah hitenism.com hshah@kissmetrics.com

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